JEDDAH: Saudi football club Al-Hilal has been ranked the Middle East’s strongest brand, as the Kingdom’s “big four” teams gain international recognition on the back of high-profile signings, according to Brand Finance.
The Riyadh-based club earned a Brand Strength Index score of 80.8 out of 100 and an “AAA-” rating, topping regional peers. Al-Ittihad scored 76.8, Al-Nassr 75.6, and Al-Ahli 72.7, the London-based consultancy said in its annual rankings.
Domestically, all 10 Saudi clubs studied outperformed their international ratings, with Al-Hilal achieving a home BSI of 92.1 compared with 57.9 abroad. Al-Nassr has been the standout internationally with a score of 69.5, helped by the global profile of Cristiano Ronaldo.
Saudi Arabia has stepped up its football push with major overseas signings, record investment in the Saudi Pro League, and ambitions tied to its Vision 2030 diversification plan. The Kingdom is also preparing to host the 2034 FIFA World Cup, underscoring its bid to become a global hub for the sport.
Andrew Campbell, managing director Middle East, Brand Finance, said: “The Middle East’s bold investment in football is beginning to yield tangible results on the global stage. Led by the Saudi Pro League, the region is rapidly expanding its commercial and sponsorship footprint while accelerating moves toward club privatization.”
He added: “High-profile international signings continue to elevate global perceptions — not just of the league, but of the Gulf region as a rising force in world football. As the market matures, strategic investment and commercial discipline will be key drivers of sustained growth, with top club brands expected to strengthen in parallel.”
UAE’s Al-Ain led its domestic peers with a score of 69.9, ahead of Al-Wasl at 61.7 and Shabab Al-Ahli at 60.9.
Globally, Real Madrid and Barcelona retained their positions as the most valuable and strongest football club brands, with values of $2.1 billion and $1.9 billion, respectively. Both clubs secured “AAA+” strength ratings.
The London-based firm pointed out that the Premier League is the world’s most valuable sports league in terms of brand value, with its top ten brands' values totaling $9.1 billion – more than 37 percent of the total value of the world’s top 50 most valuable clubs.
The report noted that the Premier League’s uniqueness lies in how brand value is distributed across multiple clubs. Six teams — Manchester City and Liverpool at $1.6 billion each, Manchester United at $1.4 billion, Arsenal at $1.3 billion, Chelsea at $1.1 billion, and Tottenham Hotspur at $890 million — each hold substantial brand value.
“The combined value of the world’s top 50 football club brands has climbed to $24.5 billion in 2025. However, Brand Finance research reveals a growing imbalance across the game, as outside of the Premier League, brand value is increasingly concentrated among a handful of elite clubs in Europe’s top leagues, said Hugo Hensley, head of sports services, Brand Finance.
He noted that brand is no longer a byproduct of performance but a defining driver of success.
“As the sport becomes increasingly competitive both on the pitch and commercially, clubs and leagues must manage their brands strategically to ensure they aren’t edged out of realizing the benefits of a strong and valuable brand,” added Hensley.
